Nicole Henderson, a freelance writer, poses for a photograph at her office set up inside her home on Thrusday, Jan. 9, 2014 in Castleton, NY. (Paul Buckowski / Times Union)

Nicole Henderson, a freelance writer, poses for a photograph at her office set up inside her home on Thrusday, Jan. 9, 2014 in Castleton, NY. (Paul Buckowski / Times Union)

Photo: Paul Buckowski

Culture matters more than ever in Tech Valley

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Sometimes it's the little things that matter most when doing business overseas.

That's why Sujata Chaudhry and Vera Dordick give clients who are traveling on international business a chart that explains the significance of certain colors in different cultures.

For instance, in India, white is used at funerals, while red is for weddings and important events.

And when a client is traveling to an Islamic country, such as Dubai, they will provide them with local prayer times, so they know when to avoid scheduling meetings.

Being sensitive to cultural and religious differences can't land a big sales contract by itself. But it does show a potential customer that you've been doing your homework.

"They see that you've gone the extra mile," said Chaudhry, who along with Dordick owns Tangible Development, a Guilderland consulting firm that provides cross-cultural training and communication services. "And you go in prepared."

Chaudhry and Dordick aren't just cultural consultants. They both come from immigrant families and both have extensive overseas business experience and speak multiple languages. They've experienced the cultural divide up-close.

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Overseas business trips aren't the only area of expertise that the pair offer their clients.

They also offer cultural sensitivity training to companies right here in the Capital Region and elsewhere. That business has grown with the increase in the number of high-tech companies in the area, many of which recruit talent from around the globe from places like Singapore, India and Europe.

And the training isn't just about being politically correct. When management styles clash and meetings don't go as smoothly as expected because of different workplace expectations, a company doesn't operate efficiently.

"Ultimately, it affects the company's bottom-line," Chaudhry said.

And getting to know employees from different countries is only half of the picture. Company executives also have to know how they are perceived by other cultures.

"You can't say one culture is wrong and one culture is right," said Dordick. "You've got to have an open mind,"

The growth of the high-tech sector isn't the only factor driving the business. The growth of the local health care sector and schools like Rensselaer Polytechnic Institute and the University at Albany are also driving an influx of many international students and business people into the Capital Region, which helps fuel the growing number of ethnic markets and religious institutions from other countries.

That mix and influx of new students, new families and new executives has also created a dynamic local job scene that really makes cultural training and sensitivity valuable to almost anyone.